2024-09-26 22:49:26
Edeka has published a controversial advertising campaign that indirectly called for the AfD not to be elected. Now the company is rowing back.
The supermarket chain Edeka drew attention to itself with an advertising campaign before the elections in Saxony and Thuringia. In it, the company indirectly positioned itself against the AfD. “Why blue is not an option at Edeka” or “Evolution has taught us: blue is not a good choice,” it said, alluding to the AfD’s party color. The campaign generated mixed reactions from employees and customers.
Now the top management of the company has commented on this for the first time. In an interview with the “Lebensmittelzeitung”, CEO Markus Mosa and chief controller Uwe Kohler spoke about the consequences.
Mosa, who has been on the Edeka board for 16 years, explained that the decision for the campaign was made without consultation. The headquarters decided and implemented it. “We have to take a stand,” said Mosa. The aim was to stimulate a social discussion. He added: “We’re sorry if this was taken differently.”
Uwe Köhler admitted that there were many critical voices. “We take this seriously. Our basic tenor must be that Edeka is there for all customers.” But he also emphasized that the company stands for democratic values and, as a market leader, has to take a stand.
The campaign received a lot of praise, primarily from politicians. There was then also sharp criticism and calls for a boycott against Edeka on social media. Some branch managers distanced themselves publicly because they felt offended by the company’s political positioning.